“It Takes Attitude!”

Jan, let us start with a status update. How does Windsor assess the current developments in menswear?

Jan Mangold, Managing Brand Director at Windsor: I believe we are currently experiencing an extremely differentiated and fragmented situation in the menswear sector. We no longer observe one major trend or direction. Instead, opposing trends coexist. Archaic masculinity images à la Andrew Tate on the one hand, and new, more sensitive role models such as Harry Styles or Timothée Chalamet on the other. For young men in particular, these currents are extremely difficult to categorize. Who are my role models? Which direction is authentic or right? Everyone is trying to piece together their own image in some way.

How does a brand navigate times lacking clear direction?

At Windsor, it means we maintain what we have been doing since 1889 – menswear with a tailoring focus. Our task is to remain true to this commitment while constantly reinterpreting it. Precisely because there is no clear direction, we as a brand have to state all the more emphatically: this is who we are, this is what we represent. Of course, some of our spectrum is also subject to change. At times it becomes a little softer, other times classic tailoring is in greater demand again. Yet our focus remains a constant.

In womenswear, we are experiencing a move away from major labels and an increased emphasis on quality. Is this also true for menswear?

Absolutely. In the German-speaking market in particular, we are observing that consumers are paying more attention to product quality and values. The extreme price escalation of many luxury labels has triggered a countermovement. Many people no longer wish to afford these products, even if they could. Windsor offers a credible alternative in this respect, offering substance at fair prices.

How do you feel going into the new season?

The creative climate is very exciting at the moment – many small trends, countertrends, more courage to combine. Economically, the situation is challenging for everyone.

Which term should we, as an industry, take more to heart?

Attitude. This applies not only to design and communication, but also to our responsibility towards the environment and society. And, quite pragmatically speaking, perseverance is probably the second most important term given the current market environment. After all, better times will certainly follow!